Yağci, Mehmet İsmail; İlarslan, Neslihan
January 2010
Dogus University Journal;2010, Vol. 11 Issue 1, p138
Academic Journal
Gender is a segmentation criterion which has been used for a long time especially for the analyses of consumer behavior in traditional marketing. However an obligation has aroused to digress the traditional patterns in order to understand consumer behavior in our rapidly changing world. At this point, "gender identity role" concept which is frequently encountered in the literature reminded may help researchers in understanding complex consumer buying behavior. In this study, consumer's gender identity's impact on their response to advertisements and whether their socio-economic status levels' effect their gender identities or not have been analyzed and some significant relations have been found.


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